Bottom-of-the-funnel Marketing Strategies To Drive Your Sales Pipeline

Bottom-of-the-funnel Marketing Strategies To Drive Your Sales Pipeline


When your customers reach the end of the sales funnel & are just a step away from garnering new clients, these marketing tactics will help you win leads.

The bottom funnel is a closing stage. Your potential customers are done with their research (TOFU) and have weighed the options well (MOFU). By now your prospects have thoroughly investigated their problem and are well aware of the potential solutions available in the market. All they need is a final push to take things ahead from the BOFU phase. And the next step is converting them into buyers.

That said, the last leg of the sales funnel pipeline may have the least number of leads. The number of prospects at this stage will probably be few, but all of them chose to come this far. You can be sure that they align with your offerings and are ready to make the purchase. Your prospects have liked your brand and are one decision away from sealing the deal.

These prospective clients fairly have an idea of how your brand will address their pain points, over the conversations or messages you probably exchanged before they reached this stage. They could be regularly visiting your website to understand how your product or service resonates with them. By the time your prospects reach the Bottom Of the Funnel stage of the funnel, they have interacted with your TOFU and MOFU content, instilling brand awareness and building trust in what you have to offer. The BOFU phase is also a point where you are banking on garnering more leads and getting worked up about how to make this happen. In this article, we have provided insights to guide you toward successful interactions with BOFU customers.

Your BOFU marketing objective needs to center around convincing your prospects that they should buy your product or services. Building an effective marketing strategy for BOFU is a catalyst for driving revenue and accelerating brand growth. It is the process of marketing to a narrow, highly qualified audience to nurture the decision-making process and persuade buyers to purchase your product or service. For converting more prospects to leads at this stage, you need an effective BOFU marketing plan to convince potential customers that they need to go ahead and make the buying decision.

Bottom-of-the-funnel Marketing Tactics: Content Ideas to help you shine

In a marketing funnel, a well-crafted BOFU will make a big difference to help your brand shine. The goal of your marketing strategy is to amplify personalization and highlight your brand’s trustworthiness.  Although in-person interactions are considered impactful, robust content can also attract customers for the long haul.  

While launching a bottom-of-the-funnel marketing campaign, remember that your end goal is to take people across the finish line, converting them into paying accounts. An impactful digital marketing strategy will serve as a roadmap to convince potential customers to purchase your offering. And this is possible by delivering informative content that motivates prospects to take action.

The bottom-of-the-funnel content framework focuses on prospects familiar with their pain point and actively seeking the best solution. These are the people who are very close to buying your offering. This is the perfect stage to use the power of content to persuade the purchase decision. BOFU content takes personalization up a notch, helping the potential leads decide to follow through and convert. Your content must convey why your offering is the best solution for their pain point.

We have compiled ideas for effective BOFU content to inspire action and increase the lead conversion rate.

Product Guides and Tutorials

Publishing how-to guides and tutorials for your products or services are good content forms to consider. Utilize them to convince your prospects that your offerings will deliver the results and outcomes they’re counting on.

Free Trial Experiences

A free trial is a great way to advertise your expertise. More customers would be willing to give a free trial a go than jump to the purchase. If your business is product-based, a free trial will help provide customers with more details. It is perfect to provide an opportunity to find appealing features about your product, convincing you to purchase. When your prospects enjoy a free trial experience, the probability of them converting into paying customer could be higher.

Case Studies

Case studies work well for the bottom-of-the-funnel marketing strategy to support the final nurturing and the much-needed persuasion. The feature of case studies that stands out is that you can create interviews narrating buyer personas and provide deep insights into what made them take the plunge of purchase decisions. These case studies can also draw upon why the customers think your product or solution is amazing and how well it solves their challenges. Add the benefits of integrating your offering and why they recommend prospective buyers. You can use case studies as an opportunity to highlight features of how other customers are benefitting from your product or service.

Blog Posts

Blog posts are amazing marketing tools for bottom-of-the-funnel. You can launch short and pillar blog posts to communicate key features of your offerings and how they will help your prospective customers. The idea here is to develop blog pieces for specific buyer personas, so they find it highly relevant and can resonate with them. All the blogs can then be distributed through various channels, such as websites, emails, social media posts, and so on.

Infographics

These forms of content are visually appealing and work well to catch the audience’s attention. With infographics, you can showcase complex solutions in a simple and visual format. This content can also feature customer experience and how your brand helped them overcome pain points.

Paid Advertising 

Set a clear budget plan for advertising your offering to the right client network. Launching paid ads can help you remarket to customers you previously interacted with and who showed interest. Collect relevant data to share your ad campaign with and use the channels frequented by prospective customers.

Email campaigns

Once you have drawn a niche audience in the BOFU phase, you can persuade them with an effective email. Sending out personalized email campaigns to potential customers can work in your favor. Personalize your messages so you connect with them better. This marketing channel remains a great way to guide the buying journey of prospects and enhance their interest in your offerings. While engaging with customers, think carefully about how to leverage emails to earn a conversion at the BOFU phase.  In your emails, you can add a combination of targeted content, such as useful tips and promotional offers.

Customer success stories

Success stories can be uploaded on your web page, giving potential customers confidence in your brand. Provide potential customers with stories that highlight the positive experiences that people have had in the past. Share a link to a video demonstrating successful user experiences with products or services.

Wrapping up

The bottom-of-the-funnel is pretty much the end phase of your sales cycle— the last step before converting prospects into paying accounts. A strategic plan can help push prospective customers to make the purchase decision. Your marketing plan for BOFU customers needs to focus on the incentive and accomplish the lead conversion with impactful content marketing. The types of content that will work well for bottom-of-the-funnel marketing differ from the TOFU and MOFU stages. Rather than utilizing it to build trust, you’ll need to leverage content strategies to increase lead conversion. With these marketing efforts, utilize BOFU to highlight your offerings directly to prospective customers.



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